Creative production has never moved faster, and most teams still test video and static image ads as if they’re the same discipline. They’re not. This year’s State of Creative Optimization report puts them side by side for the first time. 

We analyzed 1.2 million creative variations with AppsFlyer’s AI-driven tagging across 10 gaming and non-gaming verticals to find out where videos and images diverge and how different components actually perform.

Video’s top creatives are also pulling further ahead of the pack, while image spend spreads more evenly across the field. Optimizing for one format and assuming it carries over to the other means one format is running on assumptions, not evidence.

Download the full report to see exactly where video and image diverge, vertical by vertical. You’ll also see what’s driving the surge in creative production at the top spend tiers. 

What’s Inside

• How ad spend is split across 140 creative elements to pinpoint which performs best
• A granular view into dimension performance spanning content approach, creative tone, CTAs, UGC, hooks, visual styles, player motivations, and more
• A vertical-by-vertical breakdown of what wins on video versus static image across four gaming genres and six non-gaming categories
• Media type-level detail covering Social & Search, Ad Networks, and DSPs