Why one number is not enough
A single AI score for an ad tells you nothing actionable. It does not explain what is wrong, where to look, or what to fix. The score might be 72, but is that good? Compared to what? And if it is bad, which part of the creative is causing the problem?
RoastIQ solves this with three layers of scoring. Each layer answers a different question at a different altitude.
Layer 1: Raw perception signals
The bottom layer captures five atomic perception measurements:
- Attention (0-100): How effectively the creative captures and holds visual attention
- Clarity (0-100): How clearly the message and value proposition communicate
- Branding (0-100): How strongly the brand registers — logo timing, brand colors, recall cues
- Emotion (0-100): The emotional response the creative generates
- CTA (0-100): How effectively the call-to-action drives intended behavior
These are the raw inputs. They come from the multimodal analysis pipeline: visual attention prediction, transcript scoring, brand signal detection, and audio analysis.
Layer 2: Sub-KPI families
The middle layer combines raw signals into diagnostic families:
Get Noticed Components: Branding + Enjoyment (Emotion) + Average Ad Viewed (Attention)
Sell Proposition Components: Persuasion + Clarity + CTA
Build Brand Components: Meaningful + Different + Salient
This layer tells you not just that Get Noticed is weak, but which component is dragging — is it the branding, the emotional response, or the view depth?
Layer 3: The 5 main KPIs and composite
The top layer produces the five KPI scores that determine the verdict:
- Beat the Skip (25%): Attention (55%) + Skip retention (45%)
- Get Noticed (20%): Branding (60%) + Emotion (40%)
- Brand Impact (20%): Branding (45%) + Brand lift (30%) + Emotion (25%)
- Sell Proposition (20%): Conversion (60%) + CTA (40%)
- Build Brand (15%): Brand lift (55%) + Branding (30%) + Clarity (15%)
The weighted composite determines the verdict: Scale (>=70, no KPI <55), Sharpen (55-69 or one KPI <45), Rebuild (<55 or two+ KPIs <45).
Why three layers matter
A creative director who sees Sharpen with Sell Proposition at 63 can drill into Layer 2 and find that Clarity is strong but CTA is weak. Then drill into Layer 1 and see the raw CTA score. Each layer narrows the diagnosis until the fix becomes specific.
One number hides the problem. Three layers reveal it.