Sectors and creative types
Images analysed without a platform frame can be compared by creative type (Advertising or Packaging) and, optionally, by sector. Videos and framed images have no comparison group. Your score is always positioned against the whole reference library of its media type; the group only sets the comparison value.
What it is
When you set up an analysis, the Benchmark step lets you choose which group of reference creatives your scores are compared with. The options depend on the media type and on the platform you chose.
Images: creative type and sector
- Creative type: Advertising or Packaging.
- Industry sector (optional): for example automotive, beauty and personal care, food and beverage, retail or travel and tourism.
If you choose a sector without a creative type, Advertising is assumed. A sector group therefore compares you with advertising images (or packaging images) of that sector.
Only groups with enough reference creatives are offered, so a sector can appear unavailable for a given creative type. The list of available groups can change with a new benchmark generation.
Images in a platform frame
If you choose Instagram, Facebook or X for an image in the "Where will people see it?" step, the Benchmark step offers no 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. The image's scores are still positioned against the reference library of images, but no comparison value is shown. See Platforms and benchmarks.
Videos
Videos have no creative-type or sector groups, and no comparison value is shown for them, whichever platform you choose. Their scores are still positioned against the reference library of videos.
| Images, no platform | Images in a platform frame | Videos | |
|---|---|---|---|
| Creative type | Advertising, Packaging | n/a | n/a |
| Sector | Optional | n/a | n/a |
| Comparison value | Shown if you chose a group | Not shown | Not shown |
How it works
Your choice does not change how your score is calculated. Every score is positioned against the whole reference library of the same media type, not just the sector or group you picked (see how scores are positioned).
The group's average is then shown next to your score. The creatives in the group were scored with the same models and formulas as yours, so the two numbers are on the same scale.