Our newsletterVendor reportMotion, 2026
Within every spend tier the top quarter of advertisers ship between 1.7 and 2.9 times more creative per week than the average advertiser in that same tier
Creatives
- Reader Note:
- The gap widens with scale: 1.7x at micro advertisers, 2.9x at enterprises. Winners per month follow the same pattern, from 0.25 against 0.50 at small advertisers to 3.99 against 10.48 at enterprises.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- An anonymized dataset of 550,000+ Facebook and Instagram ads from 6,000+ advertisers, representing about $1.3 billion in spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- The source talks about this as cause and effect — that is its reading, not a finding.
- The source says how much it looked at, but not how any of it was chosen.
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