Aug 15 • General discussion
AI vs. Organic Video Creative: Ad Test Learnings
Learnings
• A) flashy, incongruoushookcanundercutthemessageit’sattached
to. Son’s read: pairing a Ferrari flex with an AI-produced video made
the messenger (and the claim being made) feel less credible, which likely
explains the poor CTR and CPC on that variant.
• B) Best raw unit economics doesn’t guarantee delivery. The fully
AI-generated video had the best CPM and CPC of the test, but Facebook’s
delivery algorithm effectively throttled spend on it. Son’s hypothesis is
that the ad being fully AI-generated triggered reduced delivery, though
the exact cause isn’t confirmed.
• C) Organic production is the variant Facebook actually spends on.
The plain, no-AI, straightforwardly-hooked organic version was the one
Facebook was willing to put budget behind, while also holding a solid CTR
and low CPC.
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AI vs. Organic Video Creative: Ad Test Learnings
