Performance Creative
Video ads vs. image ads. The numbers, not the hype.
When each format wins, by funnel stage, channel, and product type.
The short answer
Video wins for cold awareness on TikTok, Reels, and YouTube. Image wins for warm retargeting on Meta, especially with strong product photography. Most brands need both, sequenced, not one or the other.
Where video wins
Cold TOFU
Motion stops the scroll on a feed of stills.
Demo / Explainer
When the product needs to be seen used.
Brand Trust
Founder-on-camera converts cold to warm.
Where image wins
Warm Retarget
Lower CPM, higher recall on familiar audiences.
DTC Catalog
Strong product photo plus carousel beats video for SKU-level.
Email & Display
Stills load. Video on email mostly doesn’t play.
Plan a Creative Mix
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