Reader Guide

Ground Rule

Judge only from what is shown and heard. If you can't tell, say so; never infer from names or labels. Put anything unverified or only implied in caveats, not in the summary.

Elements by Creative Type

Most fields apply to every creative. A few depend on the type. The reader handles three types: video, static (a single image), and interactive (an AppLovin tappable or end-card unit).

Applies to every type: awareness stage, angle, creative style, proof devices, key claims, offer, call to action, products, target audience, summary, caveats, on-screen text.

Type-specific:

Video — Hook: what the opening few seconds do to grab attention (see Hook Types). Transcript: the spoken words, present only when the video has audio. A motion graphic is treated as a silent video here, so it gets no transcript.
Static — Headline: the primary on-image claim or value proposition, its largest and most prominent line (not body copy, fine print, or a CTA button); say so if there's no distinct headline. No hook, no transcript.
Interactive — Unit Type: a tappable interactive step (quiz, carousel, tap-to-reveal, slider, showcase) versus a closing end card (branding or catalog), or unclear. Interaction Mechanic: what the user is invited to do, or "static / none detected". Headline: the lead value-proposition or offer line the unit is built around, distinct from the CTA button label. No hook, no transcript.

Awareness Stages

Classify by what the ad assumes the viewer already accepts and how much it therefore has to build before the product and offer connect. An ad can contain the problem, solution, brand, and offer at any stage; what changes is where it starts and how much groundwork it lays first, not which elements are present. The "tell from" line separates each stage from its neighbor, which is where the hard calls sit.

Do not classify by the hook or creative device. Pattern interrupts, stories, questions, testimonials, statistics, and offers all appear at every stage, so the device never determines the stage; only the argument does. Product presence is not a signal either, since nearly every ad shows the product.

Unaware — Assumes the viewer doesn't recognize the problem yet. Focuses on establishing that the problem exists and matters, and reaches any solution, brand, or offer only after that groundwork. Tell from Problem-Aware: the ad still has to convince the viewer the problem is theirs, rather than treating it as already felt.
Problem-Aware — Assumes the viewer feels and can name the problem, but doesn't know solutions exist. Focuses on validating the problem and its cause, and only gestures toward solutions rather than weighing specific ones. Tell from Solution-Aware: it focuses on the problem and doesn't refer to solutions as something the viewer is expected to already know.
Solution-Aware — Assumes the viewer knows solution types exist but hasn't chosen one. Focuses on which approach or category is best, ahead of any brand. Mentions multiple solution approaches or a mechanism, with the product as one option among them. Leans on the approach rather than brand-first proof or price, even when those appear. Tell from Product-Aware: the focus is the category or how it works, not this one product's evidence.
Product-Aware — Assumes the viewer knows this product and is comparing it to alternatives. Focuses on how this product differentiates itself, the specific features and benefits versus alternative brands or solutions, backed by proof (testimonials, specific results, comparisons, guarantees), and handles objections. Spends little time re-teaching the problem, even if an offer appears. Tell from Most-Aware: it's still convincing the viewer to choose it.
Most-Aware — Assumes the viewer already wants the product and only needs a reason to act now. Instead of educating the viewer, focuses on the offer: price, discount, deadline, scarcity, or guarantee, with a direct CTA. Any problem, solution, or comparison is a brief reminder at most, not the focus. Tell from Product-Aware: it stops persuading and simply presents the deal.

Persuasion Angles

The core reason-to-buy the ad leans on. Most ads carry two or three; pick the dominant one. Split Problem/Solution from Pain or Fear by intensity: a neutral problem-then-fix is Problem/Solution, emotional agitation or dread is Pain or Fear.

Problem/Solution — Names a specific problem, then presents the product as the fix, usually in that order. Recognize it by a problem-first hook followed by a clean pivot to the product as the answer, often with a quick demo of the fix. Tell from Pain or Fear: it stays practical and resolves fast, rather than dwelling on the emotion.
Pain or Fear — Amplifies the discomfort, embarrassment, or dread of not solving the problem, using emotion as the main lever. Recognize it by lingering on the ache, worst-case framing, worried expressions, or "if you don't fix this" stakes before the product appears. Tell from Problem/Solution: the center of gravity is the negative feeling and its escalation.
Transformation (Before and After) — Sells the gap between a starting state and a better end state the product produces. Recognize it by before/after visuals, split screens, "day 1 vs day 30" timelines, or a first-person arc. Tell from Aspiration/Lifestyle: Transformation needs a flawed "before"; Aspiration shows only the desirable end state.
Social Proof — Uses other people's experience, adoption, or endorsement as the reason to trust. Recognize it by testimonials and reviews, star ratings, screenshotted comments, or "join 50,000 customers". Tell from Authority/Founder Story: the proof is the crowd, not a credentialed expert or the maker.
FOMO — Plays on the fear of being left out of something others already enjoy. Recognize it by "everyone's switching to", exclusive-access framing, trending or sold-out cues, and envy-driven "don't be the last one". Tell from Urgency/Scarcity: FOMO is social, Urgency is a concrete deadline or dwindling stock.
Urgency/Scarcity — Pushes immediate action with limited time or supply. Recognize it by countdown timers, "ends tonight", "only X left", or "while supplies last". Tell from FOMO: the driver is a clock or inventory count, not social envy.
Aspiration/Lifestyle — Sells the identity, status, or ideal life tied to the product. Recognize it by aspirational imagery, prestige cues, attractive people living well, and status language over concrete mechanics. Tell from Transformation: there is no "before", only the end-state fantasy.
Simplicity/Ease — Positions the product as effortless, fast, or frictionless. Recognize it by "in minutes", "no [hard thing] required", one-step demos, and a task getting shorter or simpler. Tell from Cost Savings/Value: it saves effort or time, not money.
Data-Driven — Leads with numbers, studies, or quantified claims. Recognize it by percentages, clinical or survey figures, charts and stat overlays, and cited research. Tell from Quality Proof: the proof is a performance statistic, not ingredients or certifications; if the number counts customers, it's Social Proof.
Quality Proof — Justifies the product by what it's made of or how it's made: materials, ingredients, craftsmanship, testing, standards. Recognize it by ingredient or material close-ups, "clinically tested", certification badges, and craftsmanship b-roll. Tell from Data-Driven: it argues the standard of the build, not efficacy stats.
Feature Highlight — Spotlights one specific attribute, spec, or capability. Recognize it by product-forward demos zooming on one function, spec callouts, and how-it-works close-ups. Tell from Benefit Stack: a feature is what the product does, a benefit is what the customer gets, and Feature Highlight dwells on one attribute.
Benefit Stack — Rapidly lists multiple customer payoffs to build a cumulative case. Recognize it by fast bullet-style enumeration ("firmer skin, fewer wrinkles, all-day hydration"), stacked text overlays, or voiceover checklists. Tell from Feature Highlight: it piles up several outcomes rather than dwelling on one spec.
Cost Savings/Value — Frames the purchase around money: lower price, discount, more for less, or long-term savings. Recognize it by price comparisons, "save X", per-use cost math, and bundle or subscription value. Tell from Urgency/Scarcity: the money or value math is the message, not a deadline.
Myth vs Truth — Corrects a false or outdated belief, then repositions the product as what actually works. Recognize it by "the truth about", "stop believing X", and a myth-then-reveal structure. Tell from Comparison: it attacks an idea or category misconception, not a rival product.
Comparison (Us vs Them) — Wins by contrasting the product favorably against a competitor or the old way. Recognize it by side-by-side visuals, "unlike other brands", comparison tables, and calling out the alternative's flaws. Tell from Myth vs Truth: it attacks a rival or the old way, not a belief.
Authority/Founder Story — Builds trust through a credentialed expert or the founder's origin and mission. Recognize it by a founder speaking to camera about why they built it, stated credentials, or an expert revealing a method. Tell from Social Proof: credibility comes from a qualified person or the maker, not the crowd.

Hook Types (Video)

What the opening few seconds do to grab attention, distinct from the angle (the argument). Classify by the dominant opening device.

Bold Claim — Opens on an assertive, declarative promise of a big result or superiority, no hedging ("the last mascara you'll ever buy"). Recognize it by a flat superlative statement ("best", "only", "#1") spoken to camera or as large text, no question mark, no data. Tell from Statistic/Fact: no number backs it; from Testimonial: stated as fact, not one person's experience.
Question — Opens by directly asking the viewer something ("Are you still washing your face with tap water?"). Recognize it by a first-line sentence ending in a question mark, usually second-person and rhetorical. Tell from Curiosity Gap: it asks a literal question rather than dangling a hidden answer.
Pain Point/Callout — Leads by naming a specific frustration or calling out the target viewer ("Tired of bloating after every meal?"). Recognize it by an opening that describes the problem or bad habit, often with a concerned expression, plus "you" or "I was so tired of". Tell from Warning/Negative: it describes a frustration rather than issuing a "don't" directive.
Relatable Scenario — Opens inside an everyday situation played as a slice-of-life vignette, not stated as a problem. Recognize it by a staged moment or "a day in my life" framing, a natural setting, and "when you…" captions. Tell from Pain Point: it dramatizes the situation rather than labeling the frustration; from POV Intro: no explicit first-person framing.
POV Intro — Frames the opening from a stated point of view, usually the viewer's ("POV: you finally found a sunscreen that doesn't sting"). Recognize it by a literal "POV:" tag, first-person camera framing, and present-tense captioning. Tell from Relatable Scenario: the explicit POV device; from Testimonial: the viewer, not a person, is the subject.
Testimonial — Opens with a customer speaking to their firsthand experience ("my honest review after 30 days"). Recognize it by one person talking to camera in an unpolished setting, first-person past tense, often a "review" framing. Tell from Authority/Expert: no credentials, just customer experience.
Authority/Expert — Leads with a credentialed voice ("as a dermatologist…"). Recognize it by a stated title or credential in the first line, professional setting or attire, and expert-framed language. Tell from Testimonial: the draw is expertise, not customer experience; from Statistic/Fact: a person vouches rather than a number carrying it.
Demo/In-Action — Opens by immediately showing the product used or working, letting the visual sell. Recognize it by product-in-hand action in the first seconds (pouring, applying, a satisfying result), often little talking. Tell from Before/After: it shows use, not a two-state contrast.
Before/After (Transformation) — Opens by presenting or promising a contrast between a starting state and an improved one. Recognize it by an explicit "before" label or rough starting condition up front, often a split screen. Tell from Demo: it hinges on the two-state comparison, not the act of using the product.
Curiosity Gap — Opens an information loop the viewer must close, teasing something surprising without revealing it ("nobody tells you this about…"). Recognize it by withheld-payoff phrasing ("this one thing", "the secret", "you'll never guess"). Tell from Question: it dangles a hidden answer rather than asking outright.
Statistic/Fact — Leads with a specific number or surprising fact ("73% of people brush too hard"). Recognize it by a concrete figure, percentage, or "did you know" fact in the opening line. Tell from Bold Claim: a cited number carries it; from Authority/Expert: the number, not a person, leads.
Comparison — Opens by setting the product against an alternative ("the viral one vs. this"). Recognize it by two things shown or named side by side, "X vs. Y" language or a split screen. Tell from Before/After: it contrasts two competing options, not one product's own two states.
Pattern Interrupt — Opens with something visually or tonally jarring built to break the scroll, not to argue. Recognize it by a startling or incongruous first frame (a jump cut, an odd prop, a sudden action) with no obvious product tie yet. Tell from the rest: the stop-power is a sensory jolt, not a spoken claim, question, or scenario.
Warning/Negative — Opens with a caution or prohibition ("don't buy this until you watch this"). Recognize it by imperative negative language up front ("don't", "stop", "never", "warning") in an urgent tone. Tell from Pain Point: it issues a directive rather than describing a frustration; from Bold Claim: a caution, not a positive assertion.

Creative Styles

List every style that applies, covering both how the ad was made and how it's structured. Several usually apply at once (for example a scripted UGC testimonial that also shows a before and after).

How it was made:

UGC — Made to look like an ordinary person filmed it themselves, not a brand: phone-shot, handheld, real homes or cars, natural light, imperfect audio. Recognize it by selfie framing, a creator talking to their front camera, on-screen captions, and no studio polish. Tell from Polished: intentionally rough and self-shot; UGC is a production look, not what happens in the ad.
Polished — Studio- or brand-produced with deliberate production value: controlled lighting, stable camera, color grading, set design, professional talent. Recognize it by even lighting, sharp focus, composed framing, brand type, and product-hero shots. Tell from UGC: it looks expensively made; from Animated: it's real footage.
Animated — Carried by motion graphics, 2D or 3D animation, illustration, or kinetic typography rather than live footage. Recognize it by drawn or rendered characters and objects, flat-color or CGI environments, and animated icons or charts. Tell from Polished: no live-action; from Text-Only: purpose-built moving graphics, not just type.
AI — Generated or heavily synthesized by AI: AI avatars, voice cloning, text-to-video, or AI images standing in for real footage. Recognize it by artifacts: uncanny faces, imperfect lip-sync, morphing hands or text, too-smooth skin, impossible motion. Tell from UGC: it tries to pass as real but shows synthetic glitches.

How it's structured:

Testimonial — A person vouches for the product from personal experience, framed as an honest review. Recognize it by a talking head with first-person claims and a problem-to-outcome arc. Tell from Interview: no second party asks questions; from Reaction: not responding to other content.
Demo — Shows the product being used and working, walking through how it functions. Recognize it by hands-on operation, step-by-step usage, and close-ups of the mechanism or result. Tell from Unboxing: sustained use, not the reveal; from Before and After: the in-use moment, not a two-state contrast.
Before and After — Built around a visible transformation, contrasting a start and end state. Recognize it by side-by-side or sequential comparison shots, split screens, and day counters on the same subject. Tell from Demo: the signature is the two-state visual comparison, not the process of use.
Unboxing — Centered on receiving and opening the product for the first time, foregrounding packaging and the reveal. Recognize it by a sealed box being opened, hands lifting out contents, and first-reaction commentary. Tell from Demo: it lives in the open-and-reveal moment, not sustained use.
Listicle — Structured as an enumerated list ("3 reasons", "5 things I wish I knew"). Recognize it by numbered on-screen text, a running counter, and segmented beats each introducing a new item. Tell from Montage: the explicit numbered structure, not an unstructured clip flow.
Skit — A short scripted, acted scene with characters and a mini-narrative. Recognize it by role-play, staged dialogue, and setups or punchlines rather than a direct-to-camera pitch. Tell from Testimonial: it performs a fictional scenario; from POV: a third-person acted scene.
Interview — Two parties in a question-and-answer exchange (street interview, expert Q&A, host and guest). Recognize it by an interviewer's voice or presence, a mic in frame, and back-and-forth cuts. Tell from Testimonial: there's an on-camera questioner; from Reaction: answering a person, not media.
Reaction — Someone responds in real time to other content (a review, a video, a claim), often via green-screen or a split layout. Recognize it by a person reacting to media shown beside or behind them, commentary tracking what's on screen. Tell from Interview: anchored to content, not a questioner.
POV — Framed from a first-person point of view putting the viewer in the scene, usually a "POV:" tag and subjective camera. Recognize it by "POV: you just…" captions, camera-as-eyes framing, and second-person address. Tell from Skit: subjective first-person framing, not a third-person acted scene.
Voiceover — Driven by off-camera narration over footage, no on-camera speaker synced to the audio. Recognize it by a narrating voice with no matching talking head and footage cut to the narration. Tell from Testimonial: no speaker on camera; from Montage: narration leads, not music.
Text-Only — The message is carried by on-screen text (quote cards, review screenshots, statement statics, kinetic text) rather than a speaker or narration. Recognize it by dominant typography, quote-card or chat-screenshot layouts, and no meaningful spoken audio. Tell from Animated: it leans on written words, not moving illustration.
Montage — A fast-cut compilation of many short clips set to music, energy over a single scene. Recognize it by rapid cuts, beat-synced editing, varied shots stitched together, and music-led pacing with little narration. Tell from Demo: the rhythmic multi-clip cut; from Voiceover: music drives, not narration.

Proof Devices

The credibility devices actually shown. List every one that appears. Sort the person-based ones by who is speaking: everyday customer, credentialed expert, or known creator or celebrity.

Before and After — A paired visual of a starting state and a changed state to prove the product caused a transformation. Recognize it by two contrasting frames of the same subject side by side, as a split screen, or a "Day 1 vs Day 30" sequence, often with a timeframe. Tell from Product Demonstration: it compares two end-states rather than showing the product in use.
Product Demonstration — Footage of the product actually being used or working, showing the mechanism and benefit in real time. Recognize it by hands operating it, applying or assembling, a screen-recording of an app, or a "watch it work" close-up. Tell from Before and After: it shows the action, not a two-state contrast; a plain beauty-shot doesn't count.
Customer Testimonial — A regular, non-famous customer vouching in their own words. Recognize it by a person talking to camera (UGC framing) or a quoted line attributed to a first-name customer, following a problem-to-result arc. Tell from Expert and Influencer by who speaks; from Review Screenshot: the person speaking or a styled pull-quote, not a captured review.
Expert/Authority Endorsement — Validation from a credentialed authority (doctor, dermatologist, licensed pro) whose expertise carries the weight. Recognize it by a title or credential shown (an "MD" lower-third, a white coat, a clinic) or "recommended by dermatologists". Tell from Customer Testimonial: authority is claimed; from Influencer: the pull is credentials, not fame.
Influencer/Celebrity Endorsement — A recognizable creator or celebrity lending their fame and following. Recognize it by a known personality, a creator's face and channel style, or on-screen tags (an @handle, "as worn by", a paid-partnership label). Tell from Customer Testimonial: an anonymous everyday user; from Expert: leverage is recognition, not credentials.
Review Screenshot — A captured image of a written review or star rating from a review surface. Recognize it by review-platform chrome: star rows, a rating number, verified-purchase tags, and the frame of Amazon, Trustpilot, Google, or an app store. Tell from Customer Testimonial: a captured artifact, not a person speaking; from Social Comment Screenshot: it's a ratings platform.
Social Comment Screenshot — A screenshot of organic social reactions (comments, replies, DMs, tweets, texts). Recognize it by social-UI chrome: comment threads, like and reply icons, IG/TikTok/X/Facebook layouts, or iMessage bubbles. Tell from Review Screenshot: no star rating, and it lives in a feed or inbox.
Press/Media Mention — Association with recognized outlets to borrow their authority. Recognize it by "As seen in" logo bars (Forbes, Vogue, TechCrunch), a masthead or article clipping, or a TV-segment frame. Tell from Certifications: a media brand's logo, not a certifying seal; from Expert: a publication, not a person.
Statistics and Study Claims — Quantified efficacy or research-backed assertions. Recognize it by percentages, figures, or clinical language ("clinically proven", "93% saw results in 4 weeks"), often a bold stat callout or small-print citation. Tell from Popularity and Sales Proof: it measures an effect, not how many people buy.
Popularity and Sales Proof — Volume-based "wisdom of the crowd" signals that many already buy or use it. Recognize it by counts and rankings ("over 1M sold", "join 200,000 customers", "#1 best-seller", "sold out twice"). Tell from Statistics and Study Claims: these numbers measure adoption, not efficacy; a review count used as a brag is popularity, a single captured review is a Review Screenshot.
Certifications, Badges and Guarantees — Third-party seals, awards, and risk-reversal promises. Recognize it by badge graphics (FDA/GMP, USDA Organic, cruelty-free, dermatologist-tested, award medallions) and guarantees ("30-day money-back", "lifetime warranty"). Tell from Press/Media Mention: a certifying or award seal, not editorial coverage; from Statistics: a seal, not a "clinically proven" phrase.

Other Fields

The remaining fields the reader fills in, that don't have their own section above.

Summary — A tight recap of the ad's marketing-significant beats in order: the hook, the main demo or story, any before/after, proof (testimonial, results, data, reactions), the offer, and the close. Aim for a few sentences that capture what the ad argues and how it tries to convert, not a shot list. Don't narrate frame by frame or describe incidental visuals, and skip beats the ad doesn't contain rather than padding.
Target Audience — The group the ad is built to reach, inferred only from what it shows and says: who appears on screen and their apparent demographics, the problem or use-case shown, lifestyle and setting cues, and any direct callout ("if you have oily skin", "busy moms"). Weight direct callouts and the demonstrated problem most, with the on-screen cast and lifestyle as support. Stay grounded in the content; if it signals no distinct segment, say the audience is broad or unclear rather than guessing.
Key Claims — The specific, checkable assertions the ad makes about what the product is or does, as opposed to describing or hyping it. Capture a statement as a claim when it asserts a fact a viewer would expect to be substantiated ("clinically proven to reduce wrinkles in 14 days", "50% more protein"), and capture an implied claim when the same message is carried by a visual, demo, or before/after (note it as implied). Do not capture ordinary description ("comes in three colors") or vague puffery ("amazing", "the best") unless tied to a concrete, measurable assertion. Record each verbatim or close, keeping any number or timeframe, and note its kind: performance (what it does), ingredient or composition (what it's made of, like "SPF 50" or "sugar-free"), or guarantee ("30 days or your money back").
Offer — A concrete incentive that changes the price, terms, or added value of buying now, distinct from the normal price or a plain feature. Recognize the common types: percentage or dollar discount, BOGO or buy-more-save-more, free shipping, free gift with purchase, bundle, subscription or first-order deal, free trial or samples, money-back guarantee, and financing or buy-now-pay-later. Capture the wording close to verbatim, keeping the amount, threshold, code, or expiry ("SAVE20", "ends Sunday", "on orders over 50 USD"). Mark "no offer" when the ad only presents the product, price, or brand story with no incentive to act now. A money-back or warranty promise can be both an Offer and a guarantee-type Key Claim.
Call To Action — The instruction telling the viewer the single next step, captured as the ad's primary prompt even when several appear. When multiple show up, pick the most direct, conversion-oriented one (usually the button or end-card verb) as primary. Note whether it's a hard CTA ("Shop Now", "Buy Now", "Get Yours", "Subscribe", "Try Free") or a soft one ("Learn More", "See How", "Link in Bio"). Record it verbatim; mark "no explicit CTA" when the ad states no next step.
Products or Categories — What's actually being advertised, named at the right granularity: the hero product as specifically as the content allows (a named line or SKU if shown, otherwise the product type), plus any clearly featured others. Don't catalog every object in frame or item on a shelf. When the specific product isn't legible or a range is shown, name the category ("vitamin C serum", "running shoes") rather than overstating specificity.
Caveats — Anything the read can't stand behind from the content alone: claims not verifiable on screen, benefits only implied, text or products obscured or cut off, and any results or health claim asserted without substantiation. This flags uncertainty so a strategist knows what to trust. Keep each a genuine caveat, never a restatement of the summary.