Question: A media planner is testing whether influencer- or brand-produced creatives perform better. Both 6-second and 15-second video ads were used. Delivery was consistent, but the 15-second version had a lower video completion rate (VCR) and higher cost per completed view (CPCV). What change could enable a cleaner evaluation of creative messaging effectiveness in future campaigns?
- Use video creatives of the same length.
- Add in static creatives in addition to videos.
- Expand targeting for the lower performer.
- Separate the creatives by campaign
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