THE REAL META AD MIX

Summary from the TLDR Marketing newsletter

Leading advertisers are balancing video and static assets to support both demand creation and conversion. Static ads are effective for urgency and personalization, while video builds awareness and intent over time. Attribution systems often misrepresent video's contribution to performance by over-crediting lower-funnel conversions. A portfolio approach that includes both asset types aligns better with long-term growth and platform diversity.