The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. It gauges an ad’s capacity to drive brand recall and build salience, so creative work not only captures attention but leaves a lasting impression.
What B.R.A.V.E. stands for
Each letter is a key factor in determining an ad’s success:
- B is for Boldness. Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
- R is for Relevance. Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
- A is for Attention. Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
- V is for Vibe. Does it create an emotional response such as laughter, recognition, or surprise? Or does it feel like another corporate info dump?
- E is for Effectiveness. Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?
How it is applied to B2B video rating
Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total out of 50 is then divided by 5 for a final B.R.A.V.E. score out of 10. For example, an ad scoring B-8, R-9, A-7, V-6, E-8 totals 38 out of 50, a final B.R.A.V.E. score of 7.6 out of 10.
Why it matters
B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system judges them on their ability to break through, connect with buyers, and drive action. Simply put: if your ad isn’t B.R.A.V.E., it’s invisible.
