To improve the performance of video campaigns, how should you approach creative effectiveness?

• Use research-backed creative guidelines and iterate with experimentation.
• Continue running campaigns with existing creative and slowly introduce new variations.
• Run an experiment with existing creative and use whichever one performs best.
• Start with all-new video ad creative that’s already working well for other platforms.

The correct answer is:

• Use research-backed creative guidelines and iterate with experimentation.

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