Formats and Format DNA

A format

A format is one campaign. It starts from one link and holds everything made from it: what was read from the site, the Format DNA, the styles asked for, and every video and image. In the app each format is a tile on the home screen. Through the API it is the object format, with an id you use for everything after.

The Format DNA

The Format DNA is the plan of the ad, on one map:

• Who it is for, and the one idea that sells to them
• The story in order: the hook, the problem, the turn, the product doing its work, and the call to action
• Why they act: the argument and why now
• How it looks: the camera, the pace, the colours, the type and the music

It is written once the site has been read. In the app you can change any part of it before you make videos. Each update is kept as a version, so you can go back to an earlier one. Videos are always made from the version in force when they start.

Styles and variants

Each style you ask for becomes a variant of the format: a copy of its Format DNA written again, whole, in that style. A variant makes its videos in its style; the format itself makes them in the site's own look. In the app the variants are listed beside the map. Through the API each video says which style it was made in.

Setting a campaign up

In the app, a few questions come while the site is being read: the goal, who it is for, the one angle, references you like, and then the styles. When you press Continue on the last step, the Format DNA is written, and the videos start by themselves: one in each style you picked, or one in the site's own look when you picked none.

Through the API, one request does the same: create a format with a link, and the reading, the Format DNA and the videos follow by themselves.

What it costs

Reading a site, building a Format DNA and each update have their own price in credits. A site you have read before is not read again, and not paid for again. See Credits and billing.