A systematic evaluation of every in-market creative asset across performance metrics, attention signals, and business outcome alignment, combined with a competitive landscape review of what's working within and outside the vertical. The output is a structured brief: what to iterate on, what to replace, and what the data says to test next.
Hook rate, hold rate, video completion rate, CTR, CPC, CPA, and downstream conversion rates. None of these in isolation. The relationships between them matter. Strong hook rate with poor down-funnel performance signals a creative attracting the wrong audience. Low CTR with strong CPA signals a highly qualified one. Context is everything.
Attention metrics measure how audiences engage with creative before any click occurs. Thumb stop rate, hold rate, and video completion are valuable diagnostic tools. They identify where in the creative the audience drops off and inform specific iterations. They shouldn't be used as standalone performance scores or treated as equivalent to business outcomes.
When performance signals are strong but a specific element is limiting reach, iterate on that element. When performance has plateaued across multiple iterations or a new audience requires fundamentally different messaging, start fresh. The decision comes from what the data shows about why performance is where it is.
Creative reporting identifies which assets are driving performance and why, and that analysis feeds back into the media plan through format weighting, channel prioritization, and audience segmentation decisions. High-performing creative informs where more budget should run. Underperforming assets still receiving budget drag on the whole program.
