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Winning with creative: Building, testing, and scaling high-performance ads Content 01 The state of ad creative in 04 Winning formats and Why this report matters now— and Leaning into generative AI for what marketers will creative 02 The creative Carrying creative beyond the The case for creative as a 05 Building smarter performance Getting started with “Return on creative” as a strategic CRAFTSMAN+ Creative testing TikTok and Generative 03 Winning formats and 06 Measurement The psychology of Proven strategies to integrate The big playables into existing Real-world Innovations in UGCdrive success across Top tips for UGC TikTok Ads - best practices for success © Singular 02

Winning with creative: Building, testing, and scaling high-performance ads Introduction Creative is the leverfor growth, not just engagement Ever feel like there are moreads than Great design doesn’t justhelp ads stand out, it At a moment whennearlyevery other campaign organic content? Between the endless can also driveengagement, conversion, and element is handled by automation andAI, stream of in-feed ads on social media even build trust. Plus, if an ad’s brilliant creative creative isthe soleopportunity brandshave to platforms, tacky native ads on every also sparks interactions, that may persuade really stand out and win audiences news site, and absurdly long rewarded algorithms that it has greatervalue, triggering in-app videos, it feels like ads are all we more For marketers focused on improving returnon ad consume spend (ROAS), scaling profitability, and building And that’s theimportant point here: a brand, creative optimization is With so many ads clamoring for user Outstanding creative isn’t just a ‘nice-to-have.’ attention, it’s beyond critical for brands As targeting gets morechallenging (thanks to So what does it taketo build creative that to find a way to stand out in a messy, privacy regulations, fragmentation, and plain performs? Let’s break it noisy landscape. old confusion), creative becomes a critical performance lever – andthe one remaining domain where brands have control and the power to XO

Winning with creative: Building, testing, and scaling high-performance ads Why this This guideis intended to arm you, the marketer, report matters with theknowledge youneed to build, test, measure, andscalehigh-performing ad creatives across formats and channels. We’ve now —and partnered with industry leaders including Craftsman+, Liftoff, Moloco, SplitMetrics, Tinuiti, what marketers and TikTok to bring you actionable data, insights, and real-world examples to help you will learn maximize thereturns on your creative campaigns. Ultimately, the goal is to bring inthe right customer, not just any customer. When creative works, it does more than convert. It teaches us what people actually want and what’s getting in the way of them saying

The creative advantage Marketing right now is a trifecta of challenges, with signal loss,user fatigue, and rising costs comprising a perfect storm of marketingstrife. Ads not only haveto rise above the noise to capture attention, theyalsohave to convert quickly and

Winning with creative: Building, testing, and scaling high-performance ads Creativity isthemost The case for powerful differentiator, but creative as a How important is creative, exactly?McKinsey data indicates that there are only a handful of performance creative canbe the most impactful leverin a competitive marketplaces, tools available to reliably and that themost creative companies actually outperform their peers: attribute conversions to driver 67% 70% 4% any particular creative 7 asset. had above-average had above-average had above-average organic revenue total returnto net enterprisevalue or growth shareholders (TRS) NEV/forward EBI TDA In advertising, if you win in creative, you win. Period, full stop, endof story. You can screw up targeting, you can fail in campaign creation, you can Pro-tip: ᵁseSingular s Creative IQ’s mess up SKAN measurement, you can pick suboptimal AI-powered dimension ᶠⁱltersto ad partners, but if you absolutely kill it with amazing instantly spot your highest-impact images, videos, or playables that absolutely demand creative elements and iterate on attention and irresistibly drive action, it’s almost themin minutes, not days. impossible to John VP Insights