Platforms and benchmarks
When you pick a platform, no comparison value is shown. Images in a platform frame have no creative-type or sector group, and videos never show one. Your score is still positioned against the full reference library of its media type, and the colour bands stay the same.
The platform you choose in the "Where will people see it?" step (customers often call it the "framework") changes how your creative is presented to the attention simulation. This page covers the benchmark side. For what the platform does to the analysis itself, see What changes when you pick a platform.
Images: a platform frame removes the comparison group
When you choose Instagram, Facebook or X for an image, the Benchmark step no longer offers a creative type or sector, and any earlier choice is cleared. Sector and creative-type norms describe creatives on their own, not inside an app screen, so a framed image has no comparison value. Its scores are still positioned against the reference library of images.
An image with no platform keeps the usual creative-type and sector groups. See Sectors and creative types.
Videos: no comparison value
Videos show no comparison value, whichever platform you choose (or none). Their scores are still positioned against the reference library of videos.
What does not change
- Your score's reference. Scores are always positioned against the full reference library of the same media type, never against a platform group (see how scores are positioned). Reference creatives are analysed on their own, without a platform interface around them.
- The formulas used to calculate each KPI.
- The colour bands, which are the same for every platform: green 70 and above, amber 40–69, red below 40 (Good / Medium / Low on video scenes), and the 25–75 optimal zone for Mental Demand.